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with bargain hunters. that's right, serious shoppers are out in force this morning, snapping up black friday deals at some of the nation's biggest retailers, and this year, the official holiday shopping season actually kicked off even earlier with some stores offering deep discounts thursday night. nbc's janel klein is in new york city for us this morning. janel, these people are like late to the game, at 5:00 in the morning. it's like, you know, people have been out there for hours. >> reporter: they're pretty serious about this, lynn, and like you said, a lot of stores opening last...

black friday deals at some of the nation's biggest retailers. and this year the official holiday shopping season kicked off even earlier with some stores offering deep discounts thursday night. nbc's janell klein is live for us in new york city. janelle, how does it look out there now? >> reporter: it's busy, lynn. in fact, many shoppers went right from thanksgiving dinner straight to the mall this year. for the first time, dozens of stores opened last night. one sign that the competition to lure black friday shoppers is more intense than ever. the bargains are on, and so is the bedl...

that's right, serious shoppers are out in force this morning, snapping up black friday deals at some of the nation's biggest retailers, and this year, the official holiday shopping season actually kicked off even earlier with some stores offering deep discounts thursday night. nbc's janel klein is in new york city for us this morning. janel, these people are like late to the game, at 5:00 in the morning. it's like, you know, people have been out there for hours. >> reporter: they're pretty serious about this, lynn, and like you said, a lot of stores opening last night, so many people...

friday -- on a wednesday so you earn 50 percent more cash. morning. it feels like a friday, and if you're not satisfied with 50% more cash, send it back! welcome to bedlam. i'm matt lauer. i'll be right here, waiting for it. >> and i'm ann curry. good morning, everybody. talk about fan devotion. who wouldn't want more cash? these people have been out here [ insects chirping ] for days, and you know what's i'll take it. i'll make it rain up in here. really remarkable is they've been braving heavy rains as you [ male announcer ] the new capital one cash rewards card. just mentioned and...

"today," wednesday, november 23rd, 2011. captions paid for by nbc-universal television >> announcer: live from studio 1a in rockefeller plaza. >> good morning everyone and welcome to "today" on a friday -- on a wednesday morning. it feels like a friday, and welcome to bedlam. i'm matt lauer. >> and i'm ann curry. good morning, everybody. talk about fan devotion. these people have been out here for days, and you know what's really remarkable is they've been braving heavy rains as you just mentioned and the nypd just mentioned they blocked off 48th street because this line stretches fo...